The campaign
Grazi Recebe — Star-studded Christmas
Christmas web series for Ferrero Rocher starring Grazi Massafera: four recipe and DIY decor films distributed in a multiplatform campaign.
Client
Ferrero Rocher
Role
Strategy
A good platform survives a season. A great platform yields the next one. We returned with Ferrero to evolve the 'special moments' territory—now with a spokesperson capable of anchoring the narrative.
Challenge
How to continue the 'special moments' platform without repeating the formula. The biggest risk was fatigue—and the opportunity was bringing in a spokesperson who could navigate recipes, decoration, and celebration with equal elegance. Grazi Massafera came in as the guiding thread.
Approach
- 01
Diagnosis of what survived from the previous season in the audience's memory and what deserved to be retired.
- 02
Spokesperson selection: someone who delivers elegance without losing warmth—Grazi Massafera.
- 03
Curation of recipes and decorative items that fit the routine of those who 'host' at home during the holidays.
- 04
Multiplatform distribution plan: YouTube, Facebook, Instagram, Pinterest, and Spotify, with over 50 derived assets.
Videos
Grazi Recebe: A More Than Special Christmas
Ferrero Rocher: Special Christmas
Grazi Recebe: Verrine with Ferrero Rocher
Deliverables
- 'Grazi Recebe' concept and script for the 4 episodes
- Over 50 digital assets for Facebook, Instagram, and Pinterest
- Seasonal editorial plan and Spotify playlist curation
- Creative direction for production in partnership with Casa de Vídeo
Context
The 'Grazi Recebe' web series, consisting of 4 films of about 2 minutes each, follows Grazi teaching step-by-step recipes and DIY decor items—a format that was very popular on YouTube at the time.
The strategy was multiplatform: in addition to digital films, Christmas playlists on Spotify, over 50 assets distributed on Facebook, Instagram, and Pinterest, and a TV spot produced in parallel by Publicis. Everything was connected by the same signature—celebrating with Ferrero is a daily gesture, not a distant toast.
Outcome
The campaign consolidated 'special moments' as the seasonal signature for Ferrero Rocher in Brazil, became an internal reference for local operations, and paved the way for the continued use of spokespeople in the following years.
Credits
- Client
- Ferrero Rocher Brasil
- Agency
- Content House
- Strategy
- Bruno Rothstein
- Creative
- Clarissa Sá
- Production
- Casa de Vídeo
- Talent
- Grazi Massafera
